Talking to your customers

It seems to me you should use their language, the language they use every day, the language in which they think.
— David Ogilvy

A change of perspective is necessary in marketing. Most people can spend their careers speaking internally but not externally. Their conversation becomes littered with jargon and lingo to "accelerate time to value" or "optimize performance across the target market."

What about your target market? They don't care about how you refer to your project or product internally. They don't care about what part of the company manages it or maybe that a separate organization is responsible for its messaging. Make sure that your internal language doesn't permeate external communication.

Your target market cares about what matters to them. This means that to communicate effectively you need to use their words and language. You need to communicate in a way that makes sense to them.

That your message makes sense to you is irrelevant. If your audience doesn't understand it or care about it, whether you are engaging with a target audience or an interviewer, then it won't be effective.

Put yourself in the shoes of someone who's never heard of your product. Or better, grab a potential customer or friend that's unfamiliar. They will let you know if you turn to alphabet soup.

Remember: Your target audience if who is translating your words into actions. Spur them into action with messaging on their level.

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